Insight December 2022

Spotlight on Women’s Sports

‘Sisters are doing it for themselves…’ says the iconic anthem, sung by Annie Lennox and Aretha Franklin. That was back in the Eighties and since then, we’ve seen a consistent growth of education and career opportunities for women across the globe. In the world of sport, progress has been even greater — and here in the UK, the last twelve months has turbo charged awareness and participation.

This year alone, we’ve seen the England women’s football team win the FIFA European Championship, the Rugby Union team reached the finals of the World Cup and the Rugby League lost out in the semis of theirs. At the World Athletics Championships the UK had more female than male medallists. Then there’s Laura Kenny in cycling, Emma Raducanu in tennis… and don’t forget the Women’s Hundred in cricket… But what does this explosion in interest mean for sports and sportswear in schools?

‘It’s vital we respond with modern, desirable kit that gives girls the confidence they need to take part,’ says Emma Connelly Product Director at Banner. ‘We know that concerns over body confidence have created barriers to sport for students in the past, which is why we have worked with focus groups and schools to develop styles that really work for them.’

Anyone attending this year’s Schoolwear Show would see the difference. The range of materials and styles on offer from all the major suppliers has been transformed. Leggings are now one of the most popular items as are darted tops, giving a fitted look to garments that make the most of technical fabrics.

‘Here at Banner, we want to make sportswear accessible,’ explains Emma, ‘that’s why our APTUS range draws on the same expertise and core styling of leading sportswear brands.’ The kit needs to be flexible and suitable for varied activities too, she explains. ’Over recent years, schools have started to offer a vast array of sports for girls to become involved in. We have come a long way from girls only playing netball and hockey — women’s sport is now hugely varied and that’s great to see.’

‘We also know that breast pain and body confidence are critical barriers to participation.’ Says Emma. ‘Good designs can help to overcome these. It’s why we are very proud and excited by the launch of our new APTUS Sports Bra.’ Emma explained, ‘It’s been developed specially for school use when it’s vital that girls feel confident in taking part.’

And for retailers, this growth in women’s sport brings opportunity too. The lines between sportswear and fashion

have become increasingly blurred. Showcasing a wide range of options is the best way to attract sales and communicating with your schools on new designs is essential. If possible, run pop-up events that showcase the new kit.

Sisters are certainly doing it for themselves – but the kit they are doing it in has come a long way since that song was top of the charts in the Eighties.

Next edition

Look out for our next edition of Insight that includes an in depth look at the design process and feedback on the new APTUS Sports Bra.

Interest growing on and off the pitch

There’s never been more interest in female sport say’s the Women’s Sports Trust, with a generation of young girls taking inspiration from the role models they see in the media. It’s estimated that women’s sport sponsorship will be worth £1billion globally by 2030.

Market research giant Nielson reported recently that 66% of the UK population are now interested in at least one women’s sport and that rises to 84% when considering sports fans alone. Viewing figures show that 36.1 million people watched women’s sport on TV in the first half of 2022 – more than double the year before.

Lionesses win FIFA European cup

Interest and participation in women’s football is set to soar after the England Women’s team won the FIFA European Championships in July 2022.

“It’s amazing. This is what dreams are made of,” - ENGLAND FORWARD, CHLOE KELLY